Nottingham Trent University

Personal Branding12th March 2012

Personal Branding 10-1pm

1. What is personal branding?2. What are other people saying about you?3. Four-step personal brand planning process 4. Personal branding tools (offline and social

media)5. Personal branding and getting a job6. Monitoring your personal brand

People buy from people

Personal branding makes you distinctive

Branding defines your choices

Successful British Brands

Social media changes everythingBefore: Now:

Jobs are for life, stay loyal to the company brand

Loyalty is to your professional journey working with organisations

that can support your aims

Only businesses and organisations are visible online, branding is a corporate issue

Loyalty is to your professional journey working with organisations

that can support your aims

Going off-line is NOT an option

Personal Branding: True or False?

Personal branding is all about me

Personal branding is promoting key messages about yourself

Personal branding is about becoming a celebrity

Personal branding is managing your image and PR

First impressions of you are critical

Three laws of personal branding

Authenticity: Be yourself, replicas aren’t valuable. Define your brand before someone else does for you.

Transparency: It’s better to be straightforward and honest, then lie, and have your actions work against you.

Visibility: If you aren’t known, you don’t exist.

“Me 2.0” Dan Shawbel personalbrandingbook.com

What are other people saying about you?

Passive ListeningMonitoring what people say

Active ListeningStarting a conversation

Google yourself

Your brand on social media

Your brand on Twitter

The 4 step personal brand planning process

2. Brandwhat are your goals?

3. ApproachThe 4 Cs of personal marketing

1. Discoverywhat’s your story?

4. ManagementStart doing (and measuring)

1. Discovery – What’s your story?

Find your sweet spot

Find your sweet spot

Work less, earn more, love your job

Be a super hero (or heroine)

Personal SWOT analysis

Using your passions to sell

Create your personal brand statement

Your brand and your audience in one sentence

2. Brand planning – What are your goals?

3 year career chart

Your big vision in 3 years

Your major goals

in 1 year

Your major goals

in 1 year

Your major goals

in 1 year

Your activities and focus areas this year

Creating goals: Employee

John, 30Junior HR manager 100-person print company in London • He wants to be promoted or get hired at another company• Become known as expert on managing change

Creating goals: sole trader

Uzma, 35jewellery designer, Long Eaton • Get people to come to visit her at craft fairs• Attract jewellery distributors• Visit her Etsy online shop

Creating goals: business ownerMalcolm, 55Owner of an IT services company in Nottingham.

Delivers exceptional customer support, but as his rates are quite high he has lost work, and shed staff, during the recession. He wants to promote the reliability and quality of his services to local businesses.

Creating goals: job seeker

Steffi, 22Design graduate from Nottingham Trent University

Seeking her first job working as a graphic designer in the fashion and textiles industry

Personal branding tools

Memorable avatars

Twitter review

Tony Hsieh, CEO Zappos @zappos

Alexia Leachman, Personal Brand Coach: Personal: @AlexiaL

Brand: @bbrands

Nick Hewitt, Digital Community expert: @nikhewitt

Action plan

Personal branding and getting a job

Personal branding job hunting tips

Have a business cardUse Twitter/blog to curate expertise in your practiceHave a website/portfolio/blog to showcase your workBe active in LinkedIn

LinkedIn tips

Have a 100% complete profileAdd all your peers, colleagueAdd contacts straight after eventsUpdate with your work/industry newsUse keywords in your profile

Monitoring your personal brand

Thank you

Susi O’Neill, Digital Consultantwww.digitalconsultant.co.ukTwitter @susioneillLinkedIn/Facebook @susioneill

email: susi@digitalconsultant.co.uk

Tel: 07981 222799